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Strict Embargo 00.01Hrs Wednesday 27 November, 2013 CHARITY CONCERNED for CHILDREN AS E-CIGARETTE MARKET FLOURISHES Ref. Ares(2014)1091336 - 07/04/2014 From: Florence Berteletti [mailto:[email protected]] Sent: Tuesday, November 26, 2013 2:20 PM To: DUARTE GASPAR Paula (CAB-BORG); DARMANIN Joanna (CAB-BORG); SEYCHELL Martin (SANCO); SCHNICHELS Dominik (SANCO); MAUNU Antti (SANCO) Cc: Subject: Embargoed new Cancer Research UK report on e-cigarettes Dear All, Please find attached a new Cancer Research UK report on e-cigarettes which, I hope, could be useful in the context of the Tobacco Products Directive and discussions on Art 18. Warmest wishes, Florence Berteletti Kemp Director Smoke Free Partnership 49/51 Rue de Trèves | 1040 Brussels, Belgium T: +32 (0) 22 38 53 63 | F: +32 (0) 22 38 53 61 [email protected] | www.smokefreepartnership.eu The Smoke Free Partnership is a strategic, independent and flexible partnership between Cancer Research UK (www.cancerresearchuk.org), the European Heart Network (www.ehnheart.org) and Action on Smoking and Health UK (www.ash.org.uk). We aim to promote tobacco control advocacy and policy research at EU and national levels in collaboration with other EU health organisations and EU tobacco control networks. SFP is registered on the EU’s Transparency Register under 6403725595-50. Please don't print this e-mail unless you really need to. Strict Embargo 00.01hrs Wednesday 27 November, 2013 CHARITY CONCERNED FOR CHILDREN AS E-CIGARETTE MARKET FLOURISHES Celebrity endorsements and social media are attracting young people to use e-cigarettes according to a new report commissioned by Cancer Research UK released today* (Wednesday). The charity is calling for children to be protected from unregulated marketing of these products. But Cancer Research UK does not want e-cigarettes to be banned and sees their potential to help smokers to quit. Researchers analysed nearly 1000 individual pieces of marketing collected over 13 months. They found a long list of marketing techniques such as online promotions that use competitions, apps on mobile phones and group discount vouchers for e-cigarettes – all likely to appeal to young people. Alison Cox, Cancer Research UK’s head of tobacco policy, said: “Tobacco cigarettes cause one in four cancer deaths. Hundreds of children start smoking every day and we don’t want the marketing of e-cigarettes to confuse the message that smoking kills. “We aren’t opposed to e-cigarettes being marketed to adult smokers – and hope that the marketing effort encourages many smokers to give up. “There’s evidence in the report - particularly on social media - of e-cigs being promoted as cool and the latest thing and applying all the kinds of marketing ploys that would be used to attract a youth market including involving pop stars, computer games and one e- cig company even sponsoring a football youth team’s strip.” Without clear regulation on how e-cigarettes can be marketed, manufacturers are advertising on TV, billboards, buses, online, in computer games and in magazines as well as using a range of cosmetic touches such as colourful and innovative packaging and flavours such as strawberry, apple and cherry that give their products appeal to young people. Sponsorship for a range of sports including motor and power boat racing was also highlighted as a prominent promotional strategy used by a number of independent e- cigarette companies. E-cigarettes are described as being promoted on the way to exclusive events such as Glastonbury, busy locations like Canary Wharf, on company websites, specialist shops, concessions and e-lounges where people can buy and ‘smoke’ e-cigarettes. For young non-smokers and social smokers, e-cigarettes are positioned as socially attractive and part of a rapidly growing trend. The report also raises serious concerns that the tobacco industry will use e-cigarettes to gain access to politicians and public health policy makers, and gaining influence and respectability. Professor Gerard Hastings, report co-author at the University of Stirling, said: “E- cigarettes and other alternative nicotine delivery devices are probably much safer than conventional cigarettes, and so if smokers switch to them many lives could be saved. “But the market is looking to make money, not improve public health, and this is creating many dangers. The fact that multinational tobacco companies are moving in on this market is of particular concern - from past experience we know they are deceitful, determined and deeply detrimental to public health. E-cigarettes could provide them with the cover they need to regain the powerful position they once had - in which case a Trojan horse will rapidly become a Trojan hearse.” Cancer Research UK has welcomed the news that there will also be a public consultation on e-cigarette marketing in 2014 by the Committees of Advertising Practice to decide what level of advertising controls are needed. Alison Cox added: “It’s too long to wait until 2016 when e-cigarettes are due to fall under medical licensing regulation that might help to address these concerns. The government should move faster.” Dr Marisa de Andrade, report author based at the University of Stirling, said: “E-cigarette marketing has grown exponentially in the UK over the last 18 months. The tobacco industry’s increasing interest in this market and attempts to engage with policy makers and the public health community are a major concern. “We need to ensure these ‘next generation products’ do not usher in the next generation of smokers – an e-cigarette advert recently appeared in an iPad children's game. These are worrying developments and swift action is needed.” ENDS For media enquiries contact Paul Thorne in the Cancer Research UK press office on 020 3469 8352 or, out of hours, on 07050 264 059. Notes to editor: Download a full copy of the report here: http://www.cancerresearchuk.org/prod_consump/groups/cr_common/@nre/@pol/docume nts/generalcontent/cr_115991.pdf British American Tobacco was the first major tobacco group to buy a British e-cig company - CN Creative who make Intellicig, with others following. Lorillard now own e- cig company Blu, and Altria - owners of Philip Morris and the Marlboro brand - is launching its own e-cig brand. The Medicines and Healthcare Products Regulatory Agency (MHRA) ruled in June this year that all nicotine-containing products (NCPs), such as electronic cigarettes, are to be regulated as medicines in a move to ensure the safety of these products, and stop the sale and marketing to under 18s. Due to come into force in 2016, this decision is now under threat since the EU parliament voted against similar Europe-wide measures. Negotiations are taking place at the EU level on 16 December when the fate of e-cigarette marketing across Europe will be decided. About Cancer Research UK Cancer Research UK is the world’s leading cancer charity dedicated to saving lives through research The charity’s pioneering work into the prevention, diagnosis and treatment of cancer has helped save millions of lives. Cancer Research UK receives no government funding for its life-saving research. Every step it makes towards beating cancer relies on every pound donated. Cancer Research UK has been at the heart of the progress that has already seen survival rates in the UK double in the last forty years. Cancer Research UK supports research into all aspects of cancer through the work of over 4,000 scientists, doctors and nurses. Together with its partners and supporters, Cancer Research UK's vision is to bring forward the day when all cancers are cured. For further information about Cancer Research UK's work or to find out how to support the charity, please call 0300 123 1022 or visit www.cancerresearchuk.org. Follow us on Twitter and Facebook. NOTICE AND DISCLAIMER This e-mail (including any attachments) is intended for the above-named person(s). If you are not the intended recipient, notify the sender immediately, delete this email from your system and do not disclose or use for any purpose. We may monitor all incoming and outgoing emails in line with current legislation. We have taken steps to ensure that this email and attachments are free from any virus, but it remains your responsibility to ensure that viruses do not adversely affect you. Cancer Research UK Registered charity in England and Wales (1089464), Scotland (SC041666) and the Isle of Man (1103) A company limited by guarantee. Registered company in England and Wales (4325234) and the Isle of Man (5713F). Registered Office Address: Angel Building, 407 St John Street, London EC1V 4AD. THE MARKETING OF ELECTRONIC CIGARETTES IN THE UK A report by Marisa de Andrade, Gerard Hastings, Kathryn Angus, Diane Dixon and Richard Purves Commissioned by Cancer Research UK November 2013 KEY FINDINGS, CONCLUSIONS AND IMPLICATIONS Introduction Tobacco harm reduction has long been a public private partnership (PPP), with all the potential conflicts of interest between the two sectors that such arrangements bring. Until recently, however, this was a relatively simple PPP, between tobacco control and one private partner: the pharmaceutical industry. Now a combination of technical innovation and an energised debate about harm reduction has opened the territory to two new private sector operators: electronic cigarette (e-cigarette)a companies and tobacco companies, which has stimulated a dramatic increase in commercial activity. This study was commissioned to examine these developments, and map out both current activity and likely future trends. It covered the period from May 2012 to June 2013, and comprised a systematic audit of all forms of e-cigarette marketing, as well as the related public relations and editorial comment in tobacco industry and retail trade press. Traditional and digital / social networking outlets were included. In addition, in-depth interviews were conducted with marketing experts to help make sense of what was a very extensive data set: 991 discrete items (editorial, images, online posts and advertising) were identified.b Summary of key findings • A plethora of small e-cigarette companies has emerged producing an enormous range of products and marketing them in every conceivable way.
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